AJI
IDENTITY DESIGN
Aji is an organic Japanese restaurant that aims to offer an authentic taste of Japan through their use of organic ingredients and traditional cooking techniques. The brand's message is centered around simplicity and balance, and this is reflected in their earthy decor and focus on natural flavors.
PROJECT OVERVIEW
The objective was to create a brand identity that captured the essence of Aji's unique blend of organic and traditional Japanese cuisine. I wanted to create a visual identity that conveyed a sense of simplicity, balance, and the use of natural ingredients.
OBJECTIVE
To begin, I conducted research into Japanese cuisine, culture, and design. I explored traditional Japanese design elements, such as calligraphy and motifs, as well as modern Japanese design trends. I also researched organic food branding and looked at how other restaurants have used organic messaging in their branding.
Next, I developed a mood board to capture the essence of Aji's brand. The mood board included images of natural elements, such as bamboo and wood, as well an image of traditional Japanese cuisine. From the mood board, I developed a color palette consisting of bright orange, rich green, and light brown tones, the combination of which creates the feeling of freshness and vibrance.
For the logo design, I researched traditional Japanese calligraphy and used the typeface Okaeri, by Struvictory Art that combines a modern, clean look with a nod to traditional Japanese aesthetics.
In addition to the logo, I designed business cards, menus, and packaging to round out the brand identity.
PROCESS
The final result is a cohesive brand identity that captures the essence of Aji's unique blend of traditional Japanese cuisine and organic ingredients. The use of fresh and light colors and a decorative logotype work together to create a sense of balance and simplicity. The brand's messaging is centered around the concept of "taste" and my design approach reflects that by highlighting the organic ingredients used in their dishes. The overall result is a brand identity that is both modern and rooted in tradition, and one that truly represents the essence of Aji.